WMC 2011 Schedule Panelist

Ivan Hernandez - Muscle Milk (by CytoSport)

Panelist Schedule:

March 11, 4:30 pm - Room B-211
With seven years of brand-building and marketing experience in Miami and Los Angeles, Ivan Hernandez is no stranger to using music as a ‘consumer motivator’. Professionally, he began his career in entertainment sales for Miami’s resort jewel Biltmore where he helped lure in and operate productions on location, including Paramount Pictures’ The Hours starring Meryl Streep, Nicole Kidman and Julianne Moore, Ricky Martin and Christina Aguilera’s Nobody Wants to Be Lonely and Trick Daddy’s I’m a Thug music videos, and countless other productions for artists and dignitaries ranging from Celia Cruz to President Bill Clinton and the Fourteenth Dalai Lama. During that time, Ivan freelanced on independent productions, including his work as casting director for the controversial documentary Arthur Teele: Dirty Politics, Media Ethics & Miami’s Non-Fictional Underbelly, and then moved on to represent professional talent at the Screen Actors Guild, where he oversaw motion pictures Miami Vice, Big Momma’s House II and Hoot and the television shows Dexter and South Beach while serving as ‘legal’ negotiator with major studios, networks and advertising agencies. Thereafter, his career evolved into marketing where he has helped establish, develop and build brands such as FedEx Kinko’s, Red Bull and Muscle Milk (by CytoSport), the latter being his present ‘home’. His collective experience encompasses everything from ideation to point-of-sale in the retail environment, and original/custom programming, event production, content development and distribution, partnership acquisition, communications and direct marketing on the field. Academically, Ivan has earned a Master of Fine Arts from the University of Miami, where he was awarded Outstanding Producer by the Wolfson School of Communications for his cinematically-advanced Walk in the Park thesis film starring Steven Bauer (Scarface), as well as the Award of Academic Merit by the Graduate School. He has also served an Adjunct Professor of Sales Promotion at Ai Miami International University of Art & Design and presented at the Annual Diversity Conference at Yale University on behalf of his alma mater. Ivan currently lives in Miami with his dog Geronimo.